A spring clean for Heineken Beer

Tuesday 31 March 2015 - Rachel Gee

Heineken beer has opted for some spring cleaning, as the company’s managerial structure will be overhauled with effect from 1 July 2015.

The business is set to be regrouped around four geographic regions, while existing regions of Western Europe and Central and Eastern Europe will be united to form a single Europe division. This will be run by President Americas, Stefan Orlowski.

Roland Pirmez, President Asia Pacific will be leading the new Africa Middle East and Eastern European region.

Heineken will develop its managerial structure, as Chairman of the Executive Board and CEO of Heineken, Jean-François van Boxmeer confirmed:

“Our management structure will be flatter, our operating companies more empowered and our cost of doing business lower. The new Executive Team consists of proven leaders who will build on the outstanding work done by the Heineken Executive Committee over the last few years.”

Managerial changes

Heineken verified that its roles of Chief Marketing Officer and Chief Sales Officer would be combined at a global level in one Chief Commercial Officer role, with Jan Derck van Karnebeek set to take on the responsibility. The specific role of ‘Chief Strategy officer will be ‘phased out’. As a result the new management team hopes to be ‘leaner’.

Chris Barrow is the current Chief Strategy Officer and will leave the company July 2015. Boxmeer commented:

“In the last 10 years, Chris has made an important contribution to our company via his business development and management roles in our emerging markets”.

The current Regional President of Western Europe and Global Chief Marketing Officer, Alexis Nasard will also leave the company to focus on ambitions outside of Heineken. He will exit June 30 after joining the company in 2013. Under his influence the company ‘step-changed the marketing agenda’ and was awarded the Cannes Lions ‘Marketer of the Year 2015’ award.

The third change comes with Siep Hiemstra, the current President Africa Middle East, who is s

et to retire August 2015 after 37 years of service. He will continue to be affiliated with the company, with a role as a Board Member of Nigerian Breweries and United Breweries in India.

Future development

The changes hope to allow the business to focus more on growth opportunities and allow the company to conduct itself in a more ‘cost effective’ manner.

Heineken Ireland looks to be one of the first locations to benefit from the changes. This area is looking to invest €20m in its new cider brand over the next five years, which is set to launch 1 May 2015.The new brand has apparently been under development for over three years, with Fiona Curtin, Senior Innovation Manager at Heineken Ireland declaring:

“We have undertaken major research into the category, from a branding and taste perspective, and we know that Irish cider drinkers are looking for as alternative”. The new product will include a nationwide media campaign, while the invention in hand won’t be revealed until May.

The company’s 2014 financial results in February demonstrated Heineken’s strength on a turbulent market, leaving the retailer with a profit of €1.516m. With that said, the company is not becoming complacent. Sharon Walsh, Marketing Director Heineken Ireland stressed that innovation is key for the company to develop in 2015:

“Innovation is at the heart of Heineken Ireland’s DNA and our ambitious, carefully considered entry to the cider market demonstrates our commitment to delivering another exciting, premium drinks brand to the Irish marketplace.

2015 comes with some big changes for the Dutch brewing company and the potential for notable growth.